Brands Are Digging Into GIF Data to Understand Consumer Behavior

Tenor breaks down the art of looping videos

GIFs are more than just popular, looping clips on social media. As brands work to inject themselves into messaging applications and bots, marketers are also starting to dissect viral, silly GIFs to better understand how people use them as a form of communication. While busily working to build buzzy content, marketers are cranking out dozens of GIFs in hopes of capturing a cultural moment that puts their brand in front of millions of digital eyeballs.

“It’s giving us a whole new tool set that allows us to get into internet culture where people don’t want to watch commercials,” said Dean McBeth, head of integrated strategy at CP+B, which handles social and digital work for Domino’s.

Netflix

Coca-Cola

Starbucks

Domino’s

To dig into exactly how consumers find and share branded GIFs, Tenor,

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This story first appeared in the March 20, 2017, issue of Adweek magazine. Click here to subscribe.